Posture, X-Rays & Beauty Queens: The Forgotten History of Chiropractic Pageants

In the 1950s and 60s, American chiropractors hosted unique beauty pageants focused on posture. Chiropractors are health professionals, who use manual therapy to treat problems with muscles, bones, and joints. Originating in the 1920s and peaking mid-century, these contests judged participants based on their physical appearance, poise, and, most importantly, posture. Using X-rays to assess spinal alignment, chiropractors evaluated contestants who stood on two scales, demonstrating balanced weight distribution for ideal posture. These events served as a promotional tool, showcasing chiropractic care as essential for good health.

How Chiropractors Marketed Good Posture

Reginal Hug, a past president of the Association for the History of Chiropractic, revealed that the beauty contests were meant to burnish the reputation of the profession. The message behind it was that good posture led to good health and that chiropractors could help with that. Noting the use of X-rays to check for spinal structures, Hug added, 

“In those days, nobody was concerned about radiation.”

By crowning “Posture Queens,” chiropractors garnered media attention while avoiding competition with conventional medicine. Winners often gained national exposure, with the 1967 World Posture Fitness Queen even appearing on the game show ‘To Tell the Truth.’ These pageants highlighted the link between good posture and overall health, positioning chiropractors as experts in achieving it.

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The Eventual Decline Of  World Posture Fitness Contests

Among many trends in the 20th century like flagpole sitting, goldfish swallowing and phone booth stuffing, these beauty contests also lost their charm over time.

As chiropractic licensure expanded and the focus on physical fitness grew, interest in posture pageants waned. The last major contest took place in Chattanooga, Tennessee, in 1969. Though some men’s contests were held, they lacked success—“the guys always slouched,” reports noted. By then, initiatives like President Kennedy’s Council on Physical Fitness shifted public focus to exercise.

While these quirky competitions faded, they remain a fascinating chapter in chiropractic history.